Should You Adjust Your Digital Marketing Campaigns?

Jamie Levitt

Jamie Levitt About The Author

Apr 26, 2022 10:10:00 AM

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Marketers often wonder whether their money is being spent wisely. While some marketing techniques seem like they should resonate with buyers, they don't always measure up in terms of ROI. Other tactics that weren't given much attention can wind up working surprisingly well.

Let's discuss how to determine when a digital marketing campaign needs adjustment and how best to optimize it.

5 Ways to Spend Your Digital Dollars Wisely

Setting Your Marketing Campaign up for Success

Screen Shot 2021-11-01 at 4.39.05 PMMeasuring the success of a marketing campaign involves knowing what you want the outcome to be. You're in business because your desire is to earn money, but that objective is much too broad in terms of how to get there. A more specific metric, such as an increase in sales for one department of your business during a finite amount of time, focuses on the parameters of your campaign. That way, the effectiveness of your efforts can be more accurately measured.

The numbers will reveal if your marketing campaign is working or if it needs to be adjusted. If you invest a sizable portion of your marketing budget into banner ads, but aren't seeing the conversions to warrant such an expense, it might be time to make a few changes. If your social efforts are what drive customers to your brand, getting more involved in that area of the campaign could be beneficial.

Set goals at the onset of your marketing campaign so that you can track and measure your successes. This will help you know when and where you need to adjust your campaign after it has launched. Your media partner has the tools to measure what's working, what needs more attention, and which overlooked methods might be considered.

How to Optimize Your Digital Marketing Campaign

Screen Shot 2021-06-23 at 2.58.58 PMOptimization is important for the success of any digital marketing campaign, and it is an ongoing process. Begin your efforts before your campaign launches, and use available tools to assure you get the most out of your marketing all along the way.

1.) Leverage the Power of Automation

Automation is the key to successful marketing strategies. There are tools available to help plan and schedule every aspect of the campaign so that your efforts are delivered at the right time. You can also track how well things are working and any aspects that should be abandoned.

When you employ automated tools to measure the impact of your efforts, you can make adjustments as needed, budget more effectively, and successfully increase your reach.

2.) Take Advantage of Data & Analytics

Use available technology to your advantage. Marketing data and analytics can help you:

  • Track how your website is performing.
  • Determine which social media tactics foster the most engagement.
  • Know what products are being searched.
  • Learn which emails and ads are being viewed.
     

By having access to the data and being able to analyze it, you can create better performing assets because you know how effective your marketing is.

3.) Research Your Target Audience

To effectively engage with your target audience, you must understand who they are and where they spend their time. Demographics, age, behaviors, interests, and other pertinent identifying criteria help you personify who will most benefit from your products or services. This will help you relate to them.

Learn which social media outlets your target audience frequents, and discover how they prefer to be communicated with. When you know what resonates with your audience, you can create customized messaging and send it to the right places.

4.) Identify Your Buyer's Journey

Today's consumers don't want to be sold to, they want to be helped. Your job as a brand is to help them solve their problems.

The buyer's journey describes the path a shopper takes to arrive at the point of sale. The process involves becoming aware of a need, considering how to satisfy that need, and deciding on a solution.  When you are intimately familiar with who your buyers are, you can predict how best to approach them at each stage of the journey. If the consumer is uncertain where to turn, you're there to present them with options. If more information is needed, you have it available.

The path to purchase becomes clearer for the shopper when you can anticipate the pains and problems experienced along the way and strategically position your products or services throughout that journey.

Your Media Partner Can Help You Get the Timing Perfect

Screen Shot 2021-06-01 at 10.24.09 AMUnderstanding your ideal customer's patterns and where they are in the buyer's journey is key to getting the results you want to see. Setting focused goals, using your automation tools, and accurately interpreting the data are critical to understanding exactly when and how often you should adjust your digital marketing campaign.

Talk to your media partner about additional tactics for optimizing your campaign.

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